3. If a market leader wishes to maintain its number one share position as the product category moves through rapid growth, it must focus on two important objectives:

(1) retaining its current customers, and (2) stimulating selective demand among later adopters. Marketing strategies a leader might adopt to achieve these objectives are position defense, flanker, confrontation, market expansion, and contraction. The best one to choose depends on the homogeneity of the market and the firm’s resources and competencies relative to potential competitors.